Practiced Product Leadership.
Practiced collaboration in product design and management leadership with analytical strategy, design and delivery.
Stellantis
Samsung
United Airlines
ADP
T-Mobile
Marriott
Caterpillar
Northeastern U.
Amway
Dow Chemical
Prudential
Firestone
Duke Energy
Merck
CenterPoint
CVS Pharmacy
Stellantis Samsung United Airlines ADP T-Mobile Marriott Caterpillar Northeastern U. Amway Dow Chemical Prudential Firestone Duke Energy Merck CenterPoint CVS Pharmacy
TL; DR: 16 Years of Executive Leadership Results, C-Suite reporting
Appling six years of executive leadership in product transformation, design and AI/IoT application delivery. I am currently studying for an MBA in leadership, ethics, and business strategy to manage teams efficiently and effectively.
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16 Years of leading enterprise product and application teams. Certified in Google Project Management, AI/LLM Business Implications, Forrester CX-II and CX-II business masters, University of Illinois (iMBA track) Business Leadership and Strategy certifications, Artificial Intelligence LLMs, and currently working on my Six Sigma yellow belt.
Experience in all industry verticals with an emphasis in commerce and wellness: financial, hospitality/travel, and health.
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Marketing Commerce Leadership: Led Samsung NA .COM, CRM, and CX channel strategy and delivery, increasing 11% YoY online orders. Drove strategic delivery of Amway’s app and $8.9 BN omnichannel e-commerce transformation on journey blueprinting and roadmaps with UX/UI design, content, and search lifting revenue by $313MM.
Omnichannel Journey Orchestration: Mapped multiple N.A. Stellantis (Jeep, Chrysler, Fiat, Maserati) OEM marketing BUs to unify owner communications planning.
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Global Enterprise EX App Leadership: Product design managed 13 applications for United’s global operations, improving operational efficiencies 6% (1.6MM) by prioritizing and reducing defects in agile releases with zero downtime and zero error distruptions for 3 years. Research drove agent change management for measured CX lift.
EX Enterprise Product, Platform Transformations: Stood up and led United’s enterprise agile UX team with 27 on-time releases per year on three “core” operational applications. Migrated United off of legacy desktops to be the first “mobilized” airport CSR workforce in the U.S.
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Global Design System Playbooks: Consolidated T-Mobile’s In-store and Digital into a single digital product, saving 2.2MM in support.
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Enterprise Customer Success Transformation: Led Marriott’s sales center loyalty product transformation (42M users) that adapts to customer needs with Marriott’s product portfolio; upping room occ. to 72% and maximizing target wallet share.
Salesforce Enterprise PLMC: Directed global research for a new, integrated Caterpillar Salesforce dealer management (B2B2C) experience.
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Implemented end-to-end strategy development, center-of-excellence workflows, growing team 2.2x (app, commerce, CRM notifications, chatbots)
Developed five strategic evaluation AI tools, generative AI creativity, and team OKR frameworks.
Streamlined product delivery with journey orchestration strategic business to influence C-Suite vision on $37.2MM profits.
“I define a leader as anyone who takes responsibility for finding the potential in people and processes, and who has the courage to develop that potential.”
- Brené Brown
Passion with compassion:
Bringing teams together on a customer-focused approach to orchestrate amazing product experiences.
Executive Leadership
Omnichannel Commerce Design with Analytics
Reporting to the SVP, I’ve delivered richer experiences from analytical customer and engagement data on global brands. I have been optimizing omnichannel commerce and product experiences by leading teams on projects including Samsung, Amway and Stellantis.
I developed the first-ever Publicis omnichannel workflow/ops practice framework as the architect and author of customer journey Pivotal Moments which orchestrated multiple channel and product teams for consistent, branded experiences. Identified opportunities from business models with strategic CX marketing research for executive leadership consensus approvals on enterprise projects.
Implemented end-to-end strategy development, center-of-excellence workflows, growing team 2.2x (app, commerce, CRM notifications, chatbots) including strategic evaluation AI tools, generative AI creativity, and team OKR frameworks.
Inspire, talent development of teams with strategy and design best practices training, driving ~17% efficiency in speed to market. Promoted “Above expectations” performance for three consecutive years; $23.7MM in organic revenue.
Developed five maturity tool assessments; and nine product standards to scale teams. Evaluated MarTech AI integrations.
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Managed Samsung’s NA (517MM visits) e-commerce product management teams with eight product launch plan(s) with user experience with segmentation metrics strategy for $54.6 MM revenue lift. Organic ROI 22%. $390MM YoY revenue.
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Led Vanguard’s experience design from competitive financial results ROI insights, and SEO analytics for final site designs. Integrated two Wisely ADP banking products into one creative design from insights and performance data for 26% lift.
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Drove strategic design of Amway’s app and $8.9 BN omnichannel e-commerce with business modeling into delivery. Product development roadmaps from corporate blueprinting, UX/UI design, content, and search lifting revenue by $313MM.
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Orchestrated Stellantis’ global OEM omnichannel marketing (Product UX, Media, CRM) on ~23% journey efficiency from customer experience research and analysis for $2.4 BN agency consolidation win, to meet $720MM in cost cutting.
Global Product Design Leadership, on 13 Apps
In 2016 I had the opportunity to join United Airlines to implement the first operations product design team and implement first agile sprint design delivery process that saved millions by migrating from waterfall. Reporting to product managing director, I was head of product design to scale teams efficiently with new agile methodologies on 7 global ops with 13 software applications folio on complex data and delivery cycles with zero downtime. 4.7K daily flights; 356 airports.
My leadership included team responsibility in research, user stories, prioritization planning, rapid prototyping, and design delivery for on and offshore scrum teams. Among many firsts, I conducted field research and agent workshops to identify and prioritize requests for development or deferment (training, system latencies etc).
Collaborated among Engineering, AT/QA, and business finance on risk assessments to plan and deliver on $47MM budgets.
Coached onshore and offshore staffing with OKR milestones on team development and talent gap progress.
· Reported to IT managing director with quarterly improvements from enterprise applications on operations performance.
Received two CIO awards and one employee award for mobile product innovation on workforce ops mobility, CX.
· Innovated over 34 inefficiencies from process systems and design thinking for planning on mobile platforms consolidation. Proactively identified product journey gaps analysis to improve operations effectiveness, ROI, and risk modeling.
Field tested four innovative IoT, augmented, AI facial recognition, NFC bands, and gate innovations with apps.
12 March 2016:
Google's AlphaGo beats Go master Lee Se-dol
13 Applications I led as the product design leader @ United Airlines (Operations)
Team Mgmt. 2012-2016
Product Design Mgmt.
In 2012, I joined nine UX members at Accenture to form the first product experience agency (AXA). I co-developed Accenture’s first product design center-of-excellence practice and spun up a recruitment program that contributed to team growth prior to acquiring Fjord (now Accenture Song).
I led 14 product management digital transformations including T-Mobile, Caterpillar and Marriott. We were not just transforming products, but business thinking. I was part of the first cohort to deliver journey maps in consulting. We wrote a practice before books were published.
Product requirements, epic prioritization, backlog grooming, front-end development, evaluating back-end engineering feasibility, and release certification. Reporting and continuous post-release improvement analysis.
Managed effectively with on/off-shore agile delivery teams across product lifecycles.
Comprehensive business/ industry analysis, customer user research, and finalization of modern design concepts.
Consultation leadership on project performance and planning on diverse client impactful outcomes on budget constraints
Pioneered a talent development program, coached junior product teams, and co-authored Accenture's Go-to-Market (GtM) and (early) DesignOps CoE author on research and information architecture, consistently achieving the highest company performance ratings for on-time budget profitability.
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Led T-Mobile’s Rebellion product design system unification playbook on patterns, flows, and information architecture. Reduced deployment costs $22MM YoY. Sunset app.
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Delivered new ($7.2MM) Marriott sales leading a product team from a 42MM guest call-center strategy, driven by new research and UX design to lift occ. 72%.
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Unified Caterpillar’s global B2B-2C Salesforce pipeline with global business researched driven storytelling, upping quotes 38% into 19% sales ($6.9B)
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Innovated Prudential’s $27MM transformation ($1.55T) requirements with qualitative and quantitative research with storytelling to align a new site architecture aligned to their leadership values.
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Redesigned $16.8MM Gerdau, Merck’s user experience of a global salesforce order scheduling management.
Degrees & Advanced Certifications (22)
Early Web Development
Soon after I joined Draft / Foote, Cone and Belding (FCB) developing new media with early kiosks for State Farm in malls that measure engagement. Howard Draft instilled early the me early the importance of metrics to measure engagement. At this time, I taught myself (by failing fast) HTML, CSS, Flash, and Javascript and coding websites in Dreamweaver. Old school. I spent the next years designing, optimizing SEO, and managing team development for companies including multiple financial REITs. Applying my motion media to Flash. That was disrupted by the iPhone launch.
Early Career
29 June 2007:
iPhone Launches
Design & Motion Media
Upon graduating, I began graphic design for spot editing and special effects for television spots for several post-houses from McDonald’s and Goodyear to supporting HBO openers. At one point I worked at a start-up with the first DVD network of brand-sponsored entertainment in venues. Think pre-Netflix for bars. I filmed, edited, and distributed entertainment funded by HBO Time Warner.
I applied a love affair to typography to CBS Chicago co-creating station identity work where I received a 2004 Emmy award for title design. It was produced on a mere $45 gas budget from photos that I mixed on a Discreet Flame.
Teams I’m grateful to have led in service
Rooted in Arts
As a child, my father would bring home flexo printing plates and letterpress from his work. I was fascinated with typography and how printing layered into something beautiful.
Growing up I was dedicated to the arts as a Jazz saxophonist which taught me how to improv in real time. I spent four years touring with a professional choir group that won a Grammy with the Chicago Symphony Orchestra and Chorus. I became a Cubs fan at this exact moment.
I studied architecture in high school and attended Savannah College of Art and Design on a scholarship. Yet I quickly fell in love with film and design. I double majored in both and after graduating, married my college love.
Background
“If design doesn’t work in B&W, color just makes it worse.”
Fathi Bakkoush, Savannah College of Art and Design Professor
Fun, quirky facts about me…
Accountable
Product Strategy and Management Experience
Analyze
Value Proposition and CX Success
Product Roadmaps with ROI forecasting
Analytical CX and Marketing Performance Measurement
Multichannel Communications Strategy
Policy & Process Design Impacts
Segmentation Analytics and Persona Strategy
Service Design and Design Thinking
Qualitative and Quantitative Research Analysis from Ethnographic to UX Testing
Design
Journey Mapping and Blueprints with Analytics and Change Management
Use Case Development and User Stories
Channel and Site Design Playbooks
Product Journey Touchpoints and Information Architectures
Enterprise Design Ops and Standards
User Flows and Activation Strategies
Design Pattern Libraries
Rapid Prototyping and High-fidelity Wireframes with Requirements
Optimize
Enterprise and Native App Management
MarTech and Product Maturity Readiness with UX Requirements
Commerce and CRM Optimization from Segmentation, Engagement Analytics
Product Feasibility and Impact Prioritization
Agile Sprint Grooming and Design Deployment Management
Product Lifecycles and App sunset
IBM, SFMC, Adobe SaaS and PaaS
Product Design Leadership
Let’s have a moment.
Strategy
Holistic Thinking
Journeys that activate
From employee to customer experiences, I define key moments in the journey, with a blueprint that activates greater brand engagement across multiple channels for a consistent experience.
Simplifying the complex
From design thinking to business barriers with cross-functional goal mapping, I evaluate complex and enterprise system dependencies with various product and business teams to collectively own a great customer experience.
Metrics that validate
Continuously leveraged customer research, surveys, testing, segmentation, 1st party, 3rd party, demographic, and psychographic shopper data that validates the brand voice, design and UX engagement strategy.
Management
Optimization and Agile Management
Orchestrated
Knowing the complexity of enterprise products and marketing across several teams, I define tactical goals for teams to work in unison.
Measured
“What gets measured, gets managed” has been a success driver for teams to lean in and invest collectively. Metrics validate and optimize the experience.
Optimized
Great experiences are never done, they are constantly evolving to meet customer goals in the right channel with the right message and action.